2006
by June Chua

Blame it on Pamela Anderson. Back in 1995, the bodacious Canuck frolicked in her crimson "Baywatch" swimsuit wearing a pair of bloated suede-like boots between scenes. The photo of Pam in her Ugg Boots triggered a stampede to stores for the suddenly-fashionable footsies.

Since then, the Ugg – a moonboot made of Australian sheepskin – has clad the famous feet of Cameron Diaz, Julia Roberts, Missy Elliott and Sarah Jessica Parker, who made a special order for a ruby red pair.

Uggs are all-season, made from natural materials such as shearling wool, which insulates the feet in cold weather and acts as an organic air conditioner in warm weather. They can be worn without socks.

Uggs made their splash on designer catwalks a few years ago, heralded as the 2003 Footwear Brand of the Year by Footwear News and now, university students and style mavens are sporting them.

"Every one wants the classic, short pair in black," says Tim Stacey of the Australian Boot Company in Toronto . "We can barely keep them in stock."

Before there were Ugg Boots, there were uggs -- basic Australian footwear made from sheepskin and wool.  Sheep farmers wore uggs to keep their feet warm and dry. The boots were widely worn in the 1950s, sold as "ugly boots" and thus shortened to "uggies." By the seventies, their popularity had waned, seen by Aussies as a "daggy" --- slang for uncool. Some Aussies still view them with distaste but no one can dispute its success, just named one of Australia 's top 20 inventions by a national television show.

The uggs rise to fashion footwear began in 1978 when Australian surfer Brian Smith launched his own company, Ugg Boots Australia, and brought his creations to the beaches of California (Aussie surfers used uggs after they surfed). Suddenly, the Ugg became a must-have for beach bunnies.

In 1995, Ugg Boots became the trademark and property of California company Deckers Outdoor and the name is trademarked in more than two dozen countries.

Recently, the intersection of comfort and celebrity boosted this boot's allure.

Oprah Winfrey featured the Ugg in one of her "My Favourite Things" shows. Winfrey revealed she adored the pastel-coloured ones and gave Uggs to her audience. Anointed as an Oprah Object, the Ugg has blossomed on feet all over North America . They're so popular, $40 knock-offs can be found at discount stores.

Uggs cost about $250 to $300 in North America. The latest versions are more streamlined and higher up the leg and sold in a myriad of colours. "There’s yellow, plum, green, at least 12 colours," notes Stacey. "The more urban ‘cargo,’ which looks less puffy, is now in vogue."

As a nod to its popularity in northern climes, Ugg is now introducing new styles with more salt-resistant leather.